Nielsen ID3 Tag Solution Overview Nielsen ID3 Tag Solution Overview 3 Background This document is intended

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  • Confidential & Proprietary

    Do Not Distribute – Shred All Waste Copies.

    Nielsen ID3 Tag Solution

    White Paper

    May 23, 2016

    Alan Bosworth

  • Copyright © 2015, 2017 The Nielsen Company. All rights reserved.

    Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C.

    Other company names, products and services may be trademarks or registered trademarks of their respective companies.

    This documentation contains the intellectual property and proprietary information of The Nielsen Company. Publication,

    disclosure, copying, or distribution of this document or any of its contents is strictly prohibited, without the prior written

    consent of The Nielsen Company.

    Revision History

    Revision Date Change Made Author

    1 2/2/15 Initial version. Alan Bosworth

    2 5/2/16 Added MPEG-DASH proposed carriage of

    ID3 in emsg using in-band event

    Alan Bosworth

    3 5/23/16 Incorporated comments Alan Bosworth

    4 11/3/16 Added Appendix C – DASH emsg data

    structure

    Alan Bosworth

    5 3/15/17 Added note to include entire 271-byte ID3

    tag in the emsg box

    Lois Price

    6 3/21/17 Further clarified the Nielsen

    implementation of an ID3 Tag PRIV Frame.

    Lois Price

  • Nielsen ID3 Tag Solution Overview

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    Contents Introduction .................................................................................................................................... 2

    Background ..................................................................................................................................... 3

    Nielsen ID3 Tag Solution ................................................................................................................. 5

    Nielsen ID3 Tag Format ................................................................................................................... 7

    The ID3 Tag Header ..................................................................................................................... 8 The ID3 Private Frame Header .................................................................................................... 8 The Owner Identifier string, including the Nielsen Payload ....................................................... 8

    Conclusion ....................................................................................................................................... 9

    References .................................................................................................................................... 10

    APPENDIX A: Nielsen ID3 Tags Example ....................................................................................... 11

    APPENDIX B: NIELSEN ID3 Tags in an MPEG2-TS PES ................................................................... 12

    Nielsen ID3 Tag PES Packets ..................................................................................................... 12 First Segment of PES Packet (Transport Packet 1) ................................................................ 12 Second Segment of PES Packet, Transport Packet 2 ............................................................ 13

    APPENDIX C: NIELSEN ID3 Tags in a MPEG-DASH ......................................................................... 14

  • Nielsen ID3 Tag Solution Overview

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    Introduction

    Nielsen uses proprietary algorithms to insert non-audible code into broadcast content. This audio watermarking technique is part of a system that accurately measures the TV & Media consumption and provides the currency for a 70+ billion dollars ecosystem.

    Some of the key metrics such as C3 or C7 (average commercial minutes for the first 3 or 7 days of live airing) are highly desirable by the industry as they apply to the growing mobile/digital viewing audience.

    This document will provide an overview of the solution and the detail information about Nielsen ID3 metadata structure and its carriage in the streaming media, a key component in the measurement of C3/C7 via adaptive streaming distribution.

  • Nielsen ID3 Tag Solution Overview

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    Background

    This document is intended for technical personnel of companies that support Media publishers who use online video players (OVP) or specialized video players for non-iOS platforms. Such players typically support adaptive bitrate streaming (ABR) formats such as Apple’s HLS (Http Live Streaming) and MPEG-DASH.

    Knowing the details and enabling the support of Nielsen ID3 metadata will provide added value to differentiate and be part of the fast growing media streaming ecosystem of mobile, online and OTT devices.

    As mentioned in the introduction, to meet the C3/C7 requirements and provide the solution for mobile/digital measurement, there are unique challenges that Nielsen engineers must and have overcome. The solution relies on industry-standard specifications:

     ID3.org – Private Data Frame

     Apple HLS Specification – Timed Metadata in HTTP Live Stream

     MPEG-DASH – Inband event scheme

    Nielsen met with many industry representatives, content owners, content distributors and equipment and workflow providers; we reviewed the proposed solution for measuring C3/C7 contents on mobile, desktop/laptop, SmartTV and OTT devices. This representative group was very supportive and many have implemented this solution into their respective products.

    Below are just three challenges we must solve for:

    A. Measure C3/C7 content on iOS devices**. Since iPad and iPhone provided significant viewership, the industry seeks a solution ASAP. However, accessing the audio of streaming content is prevented by the iOS programing API call. This prevents Nielsen from using the classic technique of accessing the audio stream and decoding the watermark.

    **Note: Since the early days of 2013, HLS streaming has expanded beyond just iOS devices. HLS

    is currently the dominant ABR streaming format and is supported on Android devices, Desktop

    (HTML5), OTT devices (Roku, AppleTV, ChromeCast, Amazon Fire etc.) plus game consoles and

    SmartTV’s.

    B. Protect the user experience. Any heavy computation on the device could potentially reduce the charge of the battery on the device. We all know this is a user experience we must not impact.

    C. Fragmentation and proper support of HLS** and ID3 timedMetadata.

    **Note: MPEG-DASH inband event support is defined in this update of the document

    http://www.id3.org/id3v2.4.0-frames http://developer.apple.com/library/ios/documentation/AudioVideo/Conceptual/HTTP_Live_Streaming_Metadata_Spec/HTTP_Live_Streaming_Metadata_Spec.pdf http://dashif.org/identifiers/event-schemes/

  • Nielsen ID3 Tag Solution Overview

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    This document will provide the detailed information of the Nielsen ID3 data package. The Video Player can use it as a reference to confirm proper implementation for supporting this metadata. Nielsen data payload is private and encrypted but the structure is fully compliant with ID3.org PRIV frame structure.

    The HLS and MPEG-DASH specifications define the detailed implementation requirements for the insertion of ID3 timedMetadata into HLS stream and ID3 data into the emsg box and in- band event in MPEG-DASH stream.

  • Nielsen ID3 Tag Solution Overview

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    Nielsen ID3 Tag Solution

    The solution consists of two major processes.

    1. ID3 insertion process - this step is done at the creation of the streaming content via transcoding assets from live or Mezzanine formats into ABR streaming formats like HLS or DASH**. The process consists of decoding the audio watermarks, packaging the code into ID3 structure and multiplexing the resulting ID3 metadata into the stream. See Figure 1, noting that the caption under the second block should be “Add Nielsen Audio Watermarks to ID3 Tags.”

    **Note: The carriage of Nielsen ID3 in MPEG-DASH is being proposed to use the emsg box and

    mechanism.

    Figure 1 – Nielsen ID3 Insertion

    2. ID3 extraction process – this step is done at the viewing session on the device. ID3 metadata from HLS or DASH** streams are events emitted by the video player. The application can subscribe to the event and pass Nielsen’s ID3 metadata to a Nielsen collection system for measurement purposes. Nielsen provides native SDKs for iOS and Android platforms, as well as a Cloud API as a platform-agnostic way to instrument applications for audience measurement.

    **Note: The carriage of Nielsen ID3 in MPEG-DASH is being proposed to use the emsg box and mechanism.

  • Nielsen ID3 Tag Solution Overview

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    Figure 2 – Nielsen ID3 Extraction

    Quick Note on the solution’s progress:

    The HLS format continues to expand beyond the iOS ecosystem. It is by far the leading and most mature streaming format among the other competing standards. A recent white paper from Encoding.com assessed a ~75% share as compared to ~25% share for Microsoft Smooth Streaming. Adobe HDS and MPEG-DASH formats are at ~5%.

    Even though MPEG-DASH is not widely adopted, it is gaining traction and is considered by many companies to be the up and coming standard